Most Americans want to buy sustainable products. But it’s not easy to tell green from green.
nevertheless marketing research 78% of Americans believe that companies should be responsible for the environment, and 64% say they feel happier when they buy sustainable products. classic consumer protection research found that nearly all green marketing claims are false or misleading.
People who are determined to find more sustainable products have a lot of work to do to educate themselves and shop their worth. But can you still find the real green one?
green washing
It’s very easy for marketers to mislead without lying. Most greenwashing creates a false impression without actually breaking the law. So it’s up to consumers to spot the red flags of greenwashing themselves.
Greenwashing takes advantage of consumers’ limited time to convince consumers that a product is more sustainable than it actually is, making people feel better about the product instead of making it better. . This is illegal if it goes so far as to make verifiable false environmental claims, but only recently has the Federal Trade Commission (FTC), which is responsible for enforcement, begun filing more than one or two lawsuits each year. . Advertisers are always held accountable. Nevertheless, the FTC continues to move forward. kohls and walmart To sell rayon as a bamboo-based material
Start looking at tips available to consumers. Is the product sold with a label that makes a single environmental claim? If so, there are likely hidden trade-offs. Do they explain the basis for their claim or provide a way to verify it? If the claim is unsubstantiated, it’s probably been greenwashed. Similarly, if a claim is too vague to be measured, or if it applies to all products of the same type, the claim is irrelevant and is greenwashing. Similarly, even if a product is the most environmentally friendly product of its kind, if the entire product category is inherently harmful, marketing that product with environmental claims is still greenwashing. It becomes.
realistic expectations
Unfortunately, identifying greenwashed products is much easier than finding green products. The truth is, there is no such thing as a truly sustainable product. Some companies have achieved zero waste, but so far, company pledges to achieve carbon neutrality or to actively utilize resources have turned into mere promises, or worse, greenwashing. Not too much.
For example, the Estée Lauder Companies (Elle) Announced in 2020 This means that we have achieved net zero emissions. The company sources 100% renewable electricity and offsets its supply chain carbon footprint by purchasing carbon credits. While these are important achievements, Estée Lauder has not yet replaced its fleet with electric vehicles to prevent continued emissions.
The truth is that all products have an environmental footprint. In many cases, the best available may not be very good at all.
However, there are many companies that strive to minimize its impact and offer products that are far superior to other options. Our goal as consumers is to find products with the smallest footprint and support companies that are truly committed to doing better, ideally without overstating their track record.
find true green
By taking a few steps, you can ensure that the product is truly greener than others. The easiest thing to do is to learn about eco-labels. There are many ecolabel programs for all kinds of products, from mattresses to seafood, but not all are created equal. Some certification programs are just greenwashing in and of themselves. It may not be possible to investigate all certification systems. However, try to learn about large purchases and those related to small and frequent purchases. A label’s own website should clearly state its criteria, and websites like Earth911 are a useful resource to familiarize yourself with the different types of labels you may come across.
Third-party certifications are generally more valuable than self-certification or industry-sponsored systems. Look for a label like green seal Those with multiple environmental characteristics and standards for sustainable practices. These may indicate a more important sustainability commitment than one with a single attribute, such as 100% recycling.
After all, there are limits to what a product label can do. Whenever possible, take the time to review the information on packaging and advertising. Check the certification website to make sure your product is listed as certified or your manufacturer is listed as a participant. If there is no certification, follow up on the investigation regarding the specific claim.
Finally, before you buy, ask yourself, “Do I really need this purchase?” Many products are inherently harmful. Even if all claims are true, all products have an impact on the environment. If you think about it for a moment, it becomes clear that the only thing that is truly environmentally friendly is to avoid buying things.
Editor’s note: This article was originally published on January 8, 2021 and updated in November 2024. This is the last article in a six-part series.
